Th e fi rst step in increasing referrals is to understand how they are coming to your business now. Analyze your client list carefully. When I recently reviewed the list for Advantage Media Group, I found that over 70 percent of our clients came to us via some form of referral. Some were direct referrals from satisfi ed clients while others origi- nated from affi liate partners.
It’s important to know how referrals fl ow into your business because you can, and should, use diff erent strategies for diff erent sources. So, delve into your list and get your numbers. When you have clarity, apply these fi ve strategies in your book’s marketing plan.
a) Give Your Book Away
At the risk of sounding repetitive, I’m saying this again: give your book away. Begin with your key clients, your fans, especially anyone who has already referred customers your way. Send as many free copies of your book as they will take.
Another idea is to let your clients know that you are happy to mail a free book to their colleagues or friends whenever needed. Your clients never know when a family member or friend may need your help. So whenever you interact, remind them that you will provide free books on their behalf. If needed, you can mail your book with a note from your client. Th is is a classic win-win scenario. Your client gets the satisfaction of providing someone
with advice and a gift, with no worry of spending any time or money. You gain a targeted new lead for your business at minimal cost.
In addition to giving your book to clients, you can also use it directly in your retail business. Carl Sewell used this technique to help grow his business from 3 auto dealerships to 18. It began in 1990, when Carl wrote Customers for Life: How to Turn Th at One Time Buyer into a Lifetime Customer, in which he details his company’s Ten Commandments of Customer Service.
Carl began by leaving copies of his book in showrooms for anyone to take. He also instructed his sales people to give a copy to anyone who walked into the dealership. People appreciated the gift, even if they never read it. Th ose who did immediately gained a sense of Carl’s strong customer service philosophy. Either way, many were so impressed they bought a car from Carl.
However, as it often happened, some people decided to purchase a diff erent brand of vehicle. Yet they still passed Carl’s book on to friends, neighbors, and family members. Sales reps recounted several occasions when potential customers came into the dealership with a copy of Customers for Life in their hands. Th ey came from a referral given by a friend who had never purchased a car from the dealership. Th e book’s message was so compelling, even nonbuyers made referrals.
Here is another idea, courtesy of Dr. Steven Hotze (hotzehwc.com), author of Hormones, Health, and Happiness. During the holidays, the staff of the Hotze Health & Wellness Center off er to gift-wrap and mail an autographed copy of the book to friends, family, or colleagues of their patients. For the patient, holiday shopping just got a bit easier! For Dr. Hotze, a
valuable list of referred prospects is thereby being assembled. Last year, Dr. Hotze had over 800 requests for his book.
b) Strengthen Affi liate and Strategic Partnerships
Your affi liate or strategic partners also play a critical role in referring business to you. Your book is a perfect medium to strengthen these relationships. For example, Advantage Media Group is the offi cial publisher of GKIC, and GKIC refers Advantage to their members. Th is is why we provide free copies of 21 Ways to Build Your Business with a Book whenever GKIC has a need.
You can do this too. If you’re working with affi liate partners, provide free copies of your book as bait for webinars, as swag in gift bags at seminars, or as anything else for their client base. You should also encourage your affi liates to off er a complimentary copy of your book to anyone on their lists. Th is is a true win-win. Your affi liates off er their lists a free book with no strings attached, which is a huge plus for them. If those who request the book decide to buy something from you, your affi liate gets referral fees while you get new customers. Strategies like these make it easy for your partners to refer new customers to you.
c) Build Relationships with Your Complimentary Service Providers
Many businesses overlook complimentary service providers when it comes to referrals. By complimentary, I mean the “pretzels and beer” relationship in which a business provides an additional service for your customers instead of direct competition. Your book provides great opportunities to increase referrals from this group.
Author and commercial real-estate broker Robert Miller is a master at this strategy. After writing How to Negotiate Offi ce Space: What Business Owners Need to Know Before Signing on the Dotted
Line, Robert distributed copies of his book to several businesses. Th ese included equipment suppliers, offi ce furniture stores, com- mercial insurance brokers, lawyers, and the like.
When companies purchase new offi ce furniture, for example, the supplier can provide his book as a gift in appreciation for their business. Even if they have already leased space, chances are they’ll need to re-sign the contract in three years if they follow the industry average. Robert’s book will be a helpful reference when they need it. And people who get his advice will likely choose him if they need a real estate expert.
Th is works for almost any business. If you’re a naturopathic doctor, you can provide books to chiropractors, osteopaths, or health food stores. It could be vice-versa for any of these busi- nesses. So think of service providers who compliment your business for both prepurchase, and postpurchase. Th at way, you’ll catch anyone when they are ready to buy from you.
d) Consider a Licensing Program
When it comes to books, a licensing program is a coauthorship opportunity. While it isn’t a traditional referral program, it can defi nitely result in new clients for you. Dr. Charles Martin, an author I introduced previously, does this perfectly. Dr. Martin has a thriving dental practice in Richmond, Virginia, thanks in part to his books. As I mentioned earlier, he has written four books on dentistry for consumers, with one titled, Th is Won’t Hurt a Bit—Th e Smart Consumer’s Guide to Dentistry.
Dr. Martin realizes he has an asset in these books. He knows that any other dentist in America could benefi t by being an author. However, he also knows that most dentists, for one reason or another, will never invest the time and money to become an
author. So, he is making the most of his books by providing dentists with an opportunity to obtain a license and become a coauthor in a market-exclusive area. Each dentist gets a book with a diff erent cover and a chapter tailored to his or her practice and market area, but everything else is identical. As of now, Dr. Martin has eight licensed versions of his books scattered across the country.
Now you may be wondering how other dentists can help Dr. Martin with referrals. After all, they are his competition. However, Dr. Martin off ers several specialized dental treatments that many dentists cannot provide their patients. Because of this, he has patients from 44 states and seven countries. For example, a sheik fl ew in from the United Arab Emirates to have Dr. Martin work on his smile.
When any of his coauthor dentists have patients who need highly specialized dental work, they refer those patients to Dr. Martin. Th is is an advanced referral technique. If you have a product or service that coauthors can help you sell, you should defi nitely consider licensing your book.
e) Create Custom Covers for Your Best Referral Partners
Th is is an easy way to encourage client-fans, especially those who are already referring clients to you. Create a custom cover for each referral partner. You can also include a letter from your referral partner on the fi rst page. By creating something more personal- ized for your clients, they’ll be more likely to give your book away. Referrals will be among your best customers. In addition to being easier to convert, they are generally more enjoyable to work with. Th ey tend to buy more and remain with you longer. And since
your current customers are doing a lot of your marketing for you, getting referrals is very cost eff ective—if you do it right.
Your book will make it easier to acquire referrals for a number of reasons. It highlights your credibility and personality, attracting like-minded customers who refer similar people to work with you. It ensures that customers communicate your message correctly to new prospects. And it provides status for your customers, making it easier for them to refer. A referral system with your book should defi nitely be a part of your marketing plan.